The National Magazine Company is to launch a multimillion-pound TV campaign tonight as part of its efforts to rejuvenate flagging sales of weekly title Reveal, featuring a string of celebrities including Vanessa Feltz, Martine McCutcheon and Lawrence Llewelyn-Bowen.

NatMag's TV campaign backs a repositioning of the title as the "Celebrity magazine written by celebrities".Reveal has signed up 11 celebrities to pen pieces for the magazine including departing Countdown presenter Carol Vorderman, Holly Willoughby, Jonathan Cainer, Saturday Kitchen chef James Martin and Channel 4 presenters Amanda Lamb and Nicky Hambleton-Jones, Feltz, McCutcheon and Llewelyn-Bowen.

The Reveal ads play on the nature of celebrity. One TV ad features a stunned magazine worker greeting the celebrities one after the other as they step out of a lift to start "work" in the Reveal office.

Another features Llewyn-Bowen being handed a pen as if to sign an autograph, but turns out to be to receive a courier package.

A third TV ad features a tea lady delivering ridiculous variants of coffee to the celebrities.

Eight of the celebrity writers will appear across a string of TV ads, created by ad agency HMDG, to back the relaunch of the new-look magazine that hits shelves tomorrow.

Natmags is aiming to reverse a circulation decline of 20.2% year on year to 277,002 in the first half of 2008 - a 15% fall compared with the past six months of 2007 – as revealed last Thursday in the latest Audit Bureau of Circulations figures.

"We are broadly very happy with the monthly titles but we have challenges with the weeklies," said Duncan Edwards, the chief executive of Cosmopolitan and Esquire publisher NatMags.

"I don't see any reason to be pessimistic about the circulation [but we have] taken our foot off the gas a bit on the weeklies when it comes to marketing support."

Edwards added that the launch marketing budgets for new titles that had been the norm in the market over the last few years were "unsustainable", with publishers now taking a "more realistic view" on circulation numbers.

"What we are seeing is an adjustment, a correction in the market is occurring," he said. "Perhaps the lowest sellers might drop out but we are getting to normalised levels [of circulation]."

· To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 7239 9857. For all other inquiries please call the main Guardian switchboard on 020 7278 2332.

· If you are writing a comment for publication, please mark clearly "for publication".